Fleishman-Hillard International Communications has announced the launch of a global practice group focused on marketing to the consumer segment responsible for 85 percent of all household purchasing decisions: mothers. The new FH Moms practice combines the scope of Fleishman-Hillard’s global network with a deep understanding of the growing “momocracy” that has emerged as consumers in general exercise more and more control over where and how they interact with brands, and as moms increasingly lead the conversation, both as advocates and critics.  FH Moms will coordinate across the firm’s global network of 80 offices to provide strategic counsel on communicating with moms through an integrated range of touch points that includes both traditional and online media, as well as influencer and word-of-mouth marketing.  Dave Senay, president and chief executive officer of Fleishman-Hillard, noted that this expanded breadth of market influence is matched by the expertise within FH Moms, which comprises specialists from the firm’s diverse practice areas, including marketing communications, healthcare, technology, travel and tourism, FH Hispania, and financial communications. FH Moms co-chairs Liz Hawks, Heidi Hovland and Kris Caputo Hurley also mirror the firm’s geographic diversity, representing its Kansas City, New York and Sacramento offices respectively.  “While FH Moms is our newest global practice group, this is an area of rich expertise for our firm,” said Dave Senay “The establishment of this practice formalizes and sharpens our focus on strategies and approaches that our integrated marketing communications experts have been applying and refining for years. Our expanded commitment to this important market segment promises to deliver tremendous value to our clients.”  “We know moms. Many of us are moms. And we know that, overwhelmingly, moms don’t think major brands are relating to them and their unique needs,” said Liz Hawks, co-chair of the new practice. “FH Moms will leverage deep knowledge and agency expertise to help clients bridge the gap between their organizational goals and moms’ needs as consumers.”